One Kings Lane will for the first time roll out a private label of towels and bedding, potentially pitting the online home-goods retailer against the site’s traditional suppliers.

The move echoes similar efforts from sites like Gilt Groupe and Fab.com. Even Amazon.com is selling branded items like batteries and keyboards. By offering their own goods, sites can better control pricing and inventory, as well as collect more complete customer data.

One Kings Lane sells bedding, dressers, luggage and other home goods at discounted prices online for a limited period. It expects to reach $300 million in sales this year, Mack said. Its membership has grown to nine million, up more than 50% from a year earlier.

The company’s new lines — Celandine and Delfinia — feature $69 shower curtains and $199 blankets, as well as bedding and pillowcases. Chief Executive Doug Mack said the new merchandise goes on sale Nov. 11.

The proprietary lines weren’t designed to be in direct competition with sellers on the site, Mack said. “Customers wanted more affordable bedding,” he said in an interview about the new product lines. “This helps to satisfy the unmet needs of our customer base.”

There has been speculation the San Francisco-based retailer is headed toward an initial public offering, though Mack said that wasn’t imminent.

Still, One Kings Lane could feel pressure as its rivals test going public. Wayfair.com, another home goods retailer, said this month it may file as soon as late 2014. Zulily, which sells mothers’ and children’s clothing and accessories, said it was seeking as much as $100 million in an IPO slated for later this year, which would make it the largest e-commerce IPO since coupon site RetailMeNot raised nearly $200 million in July.

Mack said One Kings Lane isn’t seeking new funds – in December it raised $50 million from a group of venture-capital firms, as well as Scripps Networks — but may consider an IPO in the future. “[Zulily] is going to be a bellwether for us,” he said.